MTV Entertainment Group partnered with Black filmmaker Ewurakua Dawson-Amoah to create and distribute a one-minute short film about Black resilience in honor of newly-dubbed holiday Juneteenth. The initiative is also part of Paramount’s Content for Change, which is deploying research and data in an effort to develop more inclusive storytelling.

The film is called “Noitamalcer” (which is “reclamation” spelled backwards) and it shows images of Black men dressed in bold colors and Black women educating themselves. Juneteenth celebrates the day (June 19, 1865) that Black enslaved people in Texas were emancipated.

The spot, which is set to an original poem by Dawson-Amoah, is airing across the linear, digital and social platforms of MTV Entertainment Group’s channel brands, including CMT, Comedy Central, MTV, Paramount Network, Pop TV, Smithsonian Channel, TV Land and VH1.

The short film is just the latest effort by MTV Entertainment Group to let independent creators take the lead in reflecting their communities. MTV Entertainment Group started doing this last fall and has continued to work with these creators on pieces for Hispanic Heritage Month in September as well as Native American Heritage Month, Martin Luther King Jr. Day, Black History Month, Women’s History Month, AAPI Heritage Month and Jewish American Heritage Month.


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